Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses and disposal. The marketer’s job therefore doesn’t end with the purchase. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer.Ĭonsumers are thus more likely to blame a product than themselves. The well-known 80-20 rule states that 80 percent or more of the company’s profits come from the top 20 percent of its customers.
There are two types of demand: market demand and company demand. Segmentation, targeting, positioning (STP) is the essence of strategic marketing.īusiness innovation is about increasing customer value.Ī growing population does not mean growing markets unless there is sufficient purchasing power.Ĭompanies commonly prepare a macroeconomic forecast first, followed by an industry forecast, followed by a company sales forecast. Selling is preoccupied with the seller’s need to convert his product into cash marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming. Selling focuses on the need of the seller marketing on the needs of the buyer. Discounting your established and most successful brands tells the market two things: your prices were too high before, and your products won’t be worth the price in the future once the discounts are gone. Many customers today feel there are fewer real product differences, so they show less brand loyalty and become more price- and quality-sensitive in their search for value, and less tolerant about undesired marketing.ĭon’t discount your best brands. Value, a central marketing concept, is primarily a combination of quality, service, and price, called the customer value triad.r The buyer chooses the offerings he or she perceives to deliver the most value, the sum of the tangible and intangible and costs to her.
#Buku pemasaran kotler professional
Just as production and logistics professional are responsible for supply management, marketers are responsible for demand management.Ĭompanies must measure not only how many people want their product, but also how many are willing and able to buy it.Ĭompanies must help customers learn what they want. Selling is only the tip of the marketing iceberg.Ī marketer is someone who seeks a response. Selling is not the most important part of marketing. Good marketers are always seeking new ways to satisfy customers and beat competition. Skillful marketing is a never-ending pursuit. Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. Bukunya yang berjudul Strategic Brand Management dianggap sebagai salah satu karyanya yang paling penting. Buku-buku yang dia tulis tidak hanya seputar bidang pemasaran tapi juga tentang brand management. Dia merupakan salah satu profesor bidang pemasaran di Tuck School of Business di Dartmouth College. Kevin Lane Keller dilahirkan pada tanggal 23 Juni 1956.
Dia telah turut membantu pembentukan pemasaran sebagai ilmu pengetahuan. Sebagai penulis, dia telah menulis setidaknya 60 buku dalam berbagai sub pembahasan. Sebagai profesor, kini dia mengajar di Kellogg School of Management di Northwestern University. Dia berprofesi sebagai penulis buku, konsultan, dan profesor di bidang pemasaran. Philip Kotler dilahirkan pada tanggal di Chicago, Amerika Serikat. Istilah yang sangat menarik bagi saya yaitu defensive marketing, jika diterjemahkan dalam bahasa Indonesia secara harfiah berarti pemasaran bertahan. Menariknya kita jadi banyak mendapatkan ilmu baru. Kesulitan saya membaca buku ini adalah banyak istilah-istilah akademis yang tidak cukup familiar. Penulis tidak hanya menulis tentang marketing-nya saja tapi juga mengaitkannya dengan bidang lainnya seperti branding, selling, dan supply chain. Penjelasan keilmuan sangat lengkap, runtut, dan menyeluruh. Seperti layaknya textbook kuliah, buku ini terdiri dari beratus-ratus halaman dan berpuluh-puluh chapter. Setelah cari tahu sana-sini, akhirnya saya menemukan buku yang pas.
Sayangnya, saya belum pernah membaca ‘buku kuliahan’ alias textbook untuk tema di atas. Selain sejarah, buku-buku bertema branding, selling, dan marketing adalah yang paling saya sukai. Penulis: Philip Kotler & Kevin Lane Keller
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